Marketing measurement and analytics | 021 Newsletter

Marketing measurement and analytics | 021 Newsletter

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How to Measure Affiliate Marketing
We cover how MMM, coupons, bottom funnel and top of funnel metrics can help you understand the performance of your affiliate campaigns.
 • 
Barbara Galiza
, 
Mike Currey
, and 
Lacie Thompson
Mastering Marketing Discrepancies: A Guide to Monitoring Paid Media Metrics
Discrepancies in attribution data are inevitable. This guide will walk you through the steps to effectively measure and monitor reporting discrepancies…
 • 
Barbara Galiza
How to identify, measure, and spend on "difficult-to-track" marketing strategies
It's tough to track brand, video and newsletter ads—but that doesn't mean it doesn't drive results. We cover how to measure their ROI and unlock new…
 • 
Barbara Galiza
Measuring incremental impressions, clicks and conversions for Paid Search (Methodology + Google Sheet Template)
Paid Search has a risk of “cannibalising” Organic Search. I cover how to measure incrementality for this strategy. (Includes Google Sheet Template)
 • 
Barbara Galiza
When to use click attribution or Marketing Mix Modeling (MMM) for campaign measurement
Should you throw your ad platform reporting out of the window and migrate to MMM? We cover how two different types of attribution work and how to get…
 • 
Barbara Galiza
 and 
Pranav Piyush
1
Measuring Incrementality in Performance Marketing: The Key to a Confident CAC
With new privacy legislation and features, attribution by itself doesn’t cut it. We cover how to measure paid campaigns' performances with…
 • 
Barbara Galiza
Data Discrepancies in Marketing Sources: what they are, why they happen and what to do about them
Discrepancies between marketing sources can undermine trust in the data and lead to unnecessary investigations. Is it important for data sources to…
 • 
Barbara Galiza
How to Get Attribution Right: The Minimum Data Requirements For SaaS
If you can’t tell which marketing activities are bringing revenue, you can’t grow. In this article, I’ll show how I helped a SaaS company set up their…
 • 
Barbara Galiza
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